Syafruddin Chan
\nContributor
\nJakarta<\/p>\n
The writer is the author of \"Relationship Marketing: Marketing
\ninnovation that wins the hearts of customers\".<\/p>\n
Automotive manufacturers realize that the overall revenue,
\nindeed, the major portion of profits may be attributed to its
\nafter sales business. This may consist of anything from the
\nsimplest maintenance procedures, or change of parts, to major
\nrepairs, such as an engine overhaul, or a crashed car repaired to
\nits purchase state.<\/p>\n
Today, many car makers have made membership to exclusive clubs
\n-- for example, Car Owners' Club -- available to their customers.
\nImmediately after one purchases a car, customers are entitled to
\nmembership. By registering personal data and the vehicle
\ninformation number (VIN) of the newly purchased car, customers
\nmay enjoy a personal, customized page on the company's website.<\/p>\n
The company, via the Internet, then sends the customer regular
\nreminders related to the car's maintenance, such as services
\nrequired every 5,000 or 10,000 kilometers. This way the car owner
\nis conveniently assisted in maintaining the ultimate condition of
\nhis car. Of course, most of the periodic services are included as
\npart of a new car purchase deal. Also, the customer can easily
\ncheck the addresses of authorized workshops throughout the
\ncountry, should any problem with the car arise while on the road.
\nMost of the workshops operate around the clock, even on holidays.<\/p>\n
Thanks to an advanced automatic part ordering system, car
\nowners are seldom disappointed with answers like: \"Sorry, that
\npart is not available.\" Parts are neatly classified into fast
\nmoving, average, slow or \"dead stock\". The staff that handle
\ninventory, record each part that is used and this data in real
\ntime is sent online to the head office and central warehouse for
\nautomatic processing. A new part is then sent to the workshop to
\nreplace the one already used. Similar to the tracking system used
\nby major courier companies, both the head office and central
\nwarehouse as well as the recipient -- in this case, the workshop
\n-- can easily track the timing and whereabouts of the delivery.<\/p>\n
By becoming a member of the club, there is another advantage.
\nCar owners are provided with Internet guides -- with moving
\npictures -- to show them how to take care of their car and do
\nsome minor services or repairs on their own. For the adventurous
\ntype -- or for those who love to tinker with engines -- the more
\ndetailed \"Do it yourself part replacement\" is also provided. This
\nincludes information on how to change oil filters, adjust breaks
\nand so forth.<\/p>\n
The service history of each car is also stored on the
\ninternet. Car owners can access it by using a personal password.
\nThis data is kept not only by the servicing workshop but by the
\nentire network, including the head office. Thus, it is more
\nconvenient for both the car owner and the mechanic. The entire
\nservice network can refer to the car's history to fix problems.<\/p>\n
For the mechanics of major car manufacturers, the days of
\ndisappointment are almost over. Problems are no longer tackled on
\na \"trial and error\" basis. One visit to a workshop -- equipped
\nwith the latest technology and professional mechanics -- is
\nalmost guaranteed to relieve your headache. It is a world away
\nfrom the kind of service provided by \"average\" workshops -- where
\nprobably you have to make more than one visit, or, worse, find
\nout that faulty part you just forked out extra cash to replace
\nwas not even the problem!<\/p>\n
As well as the high competence of professional mechanics
\nemployed by authorized workshops, a database is also available to
\nprovide solutions to all kinds of problems. This database is a
\ncollection of similar problems recurring across the globe. Its
\ncompilation is indeed an instant relief. The engineer's or the
\nmechanic's expertise and past experience, as well as the instant
\ninformation provided by the database, makes problem solving much
\nquicker and easier.<\/p>\n
However, that is not all. The state-of-the-art equipment in
\nthe workshops also assists the mechanics in diagnostic tests. For
\nexample, when a car cannot be started, a diagnostic plug is
\nconnected to the onboard electronic control unit, and -- almost
\nmagically -- solutions are presented on the computer screen. The
\ncombination of the mechanics' expertise and experience, and all
\nthese sophisticated gadgets, really makes life easy for both
\nsides -- the workshop and the car owner.<\/p>\n
Just like fast-moving consumer goods or credit cards, car
\nmanufacturers also apply a \"reward point\" concept. The more often
\na customer conducts transactions -- either through the Internet,
\nsales office, or workshop -- the larger the reward points.
\nCustomers are then categorized into gold or silver tiers.
\nNaturally, the gold cluster receives more benefits, such as gifts
\nand the like. But, excellent overall service is the same for both
\ngroups.<\/p>\n
Furthermore, marketing surveys of current customers, as well
\nas potential ones, are also regularly conducted to discover new
\ntrends and attitudes. While some buyers may be faithful to their
\ncar for years, today's fickle customers are often \"model
\nconscious\", meaning they may buy, resell and buy more than once
\nin a year.<\/p>\n
Whatever the type of customer -- the one faithful to his car
\nfor years, or the eager \"hunter\" of newly launched models -- car
\nmarketers realize that after sales service is vital to
\nmaintaining customer loyalty. This is far from the after sales
\nservice of the past -- when customers traipsed back and forth and
\ncould only hazard a guess at what exactly was being tampered
\nwith. Today's after sales service is highly sophisticated and
\ninspired by the drive toward customer satisfaction, which in the
\nend is the ultimate goal.<\/p>\n
***<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/syafruddin-chan-1447899208", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }